Disruptors like ad blockers and email filters have outmoded them.
Thank goodness there's influencer marketing.
Influencer marketing works, Wilkins says, because most customers rely on expert opinions to make buying decisions.
They find the opinions on social media.
When you win the love of opinion leaders (who'll parrot your sales-talk on social media), you can again begin to romance customers.
But it takes a change of heart.
"For decades, marketers have been in a rhythm of campaign-based activities," Wilkins says; but "influencer marketing is about long-term relationships that don’t go up and down with budget levels."
Influencer marketing, Wilkins says, is "always on."
You can't woo an influencer, for example, to love your brand for eight weeks, targeting only 30-year-old English-speaking males who work in greater San Francisco.
It doesn't work that way—even when you pay the influencer.
